PENGARUH KUALITAS PENDAPAT, KREDIBILITAS SUMBER, DAN INFORMASI DUA SISI PADA KEGUNAAN INFORMASI EWOM TERHADAP NIAT PEMBELIAN KONSUMEN DI MEDIA SOSIAL

Saqofa Nabilah Aini

Abstract


ABSTRAK

Media sosial telah menciptakan peluang bagi penggunanya untuk saling berkomunikasi atau biasa disebut EWOM.  Pengguna bisa mendiskusikan produk dan  merek dengan teman dan kenalan mereka di media sosial. Tujuan dari penelitian ini adalah untuk menguji pengaruh komunikasi melalui media sosial pada niat pembelian konsumen. Model penelitian ini dikembangkan dari teori model adopsi informasi. Penelitian ini menguji apakah kualitas pendapat, kredibilitas sumber, informasi dua sisi berpengaruh pada kegunaan informasi EWOM. Selanjutnya, juga menguji pengaruh kegunaan informasi EWOM pada niat pembelian konsumen. Sampel dalam penelitian ini berjumlah 235 responden di seluruh Indonesia yang diperoleh dengan menggunakan survei secara daring. Responden dalam penelitian ini adalah pengguna media sosial Penelitian ini menggunakan analisis regresi berganda serta analisis regresi sederhana. Hasil penelitian menunjukkan bahwa kredibilitas sumber da informasi dua sisi, berpengaruh positif dan signifikan pada kegunaan informasi EWOM. Sedangkan, kualitas pendapat tidak berpengaruh terhadap kegunaan informasi EWOM. Variabel kegunaan informasi EWOM berpengaruh positif dan signifikan pada niat pembelian konsumen. Penelitian ini mengidentifikasi pentingnya kegunaan informasi EWOM dan memberikan saran bahwa pesan EWOM melalui media sosial adalah sumber informasi yang dapat dipercaya oleh konsumen.

 

Kata Kunci: Kualitas pendapat, kredibilitas sumber, informasi dua sisi, kegunaan informasi EWOM, niat pembelian, media social

Social media has created opportunities for users to communicate with each other or commonly known as EWOM. Users can discuss products and brands with their friends and acquaintances on social media. The purpose of this study was to examine the effect of communication through social media on consumer purchase intentions. This research model was developed from the theory of information adoption model. This study examines whether opinion quality, source credibility, two-sided information affect the usefulness of EWOM information. Furthermore, it also examines the effect of the usefulness of EWOM information on consumers' purchase intentions. The sample in this study amounted to 235 respondents throughout Indonesia which was obtained using an online survey. Respondents in this study were social media users. This study used multiple regression analysis and simple regression analysis. The results showed that the credibility of the source and the two-sided information, had a positive and significant effect on the usefulness of EWOM information. Meanwhile, the quality of opinion has no effect on the usefulness of EWOM information. EWOM information usefulness variable has a positive and significant effect on consumer purchase intentions. This study identifies the importance of using EWOM information and suggests that EWOM messages via social media are a reliable source of information for consumers.

 

Keywords: Quality of opinion, source credibility, two-sided information, usefulness of EWOM information, purchase intention, social media



Keywords


Quality of opinion, source credibility, two-sided information, usefulness of EWOM information, purchase intention, social media

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DOI: https://doi.org/10.21107/kompetensi.v16i1.14246

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